Learning Outcomes
   1      Explain the concept and purpose of a 
          marketing decision support system
          Define marketing research and explain its 
    2     importance to marketing decision making 
          Describe the steps involved in conducting a 
          marketing research project
   3
   2
             Learning Outcomes
   4     Discuss the profound impact of the Internet on 
         marketing research
   5     Discuss the growing importance of scanner-
         based research
   6     Explain when marketing research should be 
         conducted 
   7     Explain the concept of competitive intelligence
   3
   Marketing Decision Support Systems
         Explain the concept 
          and purpose of a 
         marketing decision 
           support system
     1
                                                               4
                      Marketing Decision 
                        Support Systems
            Interactive, flexible computerized information 
            systems that enable managers to obtain and 
            manipulate information as they make decisions
               Characteristics of a true DSS:
                       
                         Interactive
                       
                         Flexible
                       
                         Discovery Oriented
                       
                         Accessible
   5                                                             1
                     Marketing Decision
                       Support Systems
                                The creation of a large 
                 Database       computerized file of customers’ 
                 Database
                Marketing       and potential customers’ profiles 
                 Marketing
                                and purchase patterns.
   6                                                         1